The Role of Website Design

It is important not to overlook the impact of design in any website project. The look and feel of your website has a major influence on your visitors and to their overall impression of your company.

Website Design Supports 4 Key Areas

1. Your site design has an important role in your company’s perception i.e. the image that is being portrayed. The combination of your site’s functionality and design both affect how well your message is being communicated.
2. The design must support the message you are trying to communicating. When the design, functionality and navigational aspects all communicate the same way your overall site is more user-friendly.
3. Your design must match the genre of your website. The credibility of your company will be severely damaged if the design doesn’t match your users expectations. For example, if the design of a financial consulting firm tried to emulate an entertainment site how much confidence would you have in their ability to manage your money?
4. Similarly, the website design should match your targeted audience. If your company serves a younger demographic (i.e. teens) it would be advised not be overly stodgy.

The most successful sites are those in which the design is able to blend together the above four areas company image, website functionality, genre and audience.

Effective interfaces are visually apparent and forgiving, instilling in their users a sense of control. Users quickly see the breadth of their options, grasp how to achieve their goals, and do their work.

Bruce Tognazzini, Nielsen Norman Group

Design to Facilitate Communication

The design elements used should help your site visitors complete the tasks they are attempting. Design choices such as layout and typography will enable you to highlight important information or play down items of less importance.

Firstly, upon landing on any page the visitor must be able to tell what website they are on.

After arriving on your site visitors are very quickly scanning the page for something to click. For your website to be effective this message must be communicated in a moments glance. Design is a key to this process.

Leverage the design to highlight the important elements. Ensure that links (trigger words) and action items are visually different and stand out from the content. Elements such a trigger words, calls to action and buttons need to be immediately obvious.

The page layout should clearly organize your content. Keep like information together and where your visitors expect to find it. Typography and the use of white space will help create a clear hierarchy within your site.

Design, Don’t Distract

While the design of your website is important, you should work to not let your design get in the way and distract the user. Making smart design choices and don’t be afraid to edit elements out that don’t support your overall site’s message.

Conclusion

Website design is critical to creating a useful and engaging website that enables your visitors to find the information they are searching for. It adds credibility to your company, supports your message and facilitates a better user experience.

If you would like to understanding how the design of your website can better help your business goals drop us a line.

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